Effects of Supplier Market Orientation on Distributor Market Orientation and The Channel Relationship : The Distributor Perspective  

Oleh:

Siguaw, Judy A. ; Simpson, Penny M. ; Baker, Thomas L.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 62 no. 3 (1998), page 99-111.
Topik: MARKETS; supplier market orientation; distributor market; channel relationship

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

A strategy for easing the tensions facing suppliers and distributors in their channel relationships may be the adoption of market - oriented behaviors. The authors develop a model of likely effects and empirically examine the consequences of a supplier's market orientation on the distributor's market orientation and other channel relationship factors. Results indicate that a supplier's market - oriented behaviours directly or indirectly affect all the channel relationship factors examined from the distributor's perspective, specifically the distributor's market orientation, trust, cooperative norms, commitment, and satisfaction with financial performance.

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